Brand Background
U.S. Polo Assn. is a worldwide clothing brand celebrated for its timeless American fashion, providing budget-friendly casual wear for men, women, and children. Operating both online and in physical stores across many countries, the brand offers a diverse catalog of 600 products.
Challenges
1. Lack of Product and Category Level Insights
U.S. Polo Assn. has a wide catalog. The challenge in generating product and category-level insights prevented them from focusing on profitable products.
2. Inefficient Budget Allocation
The brand was highly dependent on just Google as an Ads channel. In order to scale the order volume, exploring more platforms was needed.
3. Unoptimized Feeds for Catalog-linked Ads
With feeds containing 600+ products, it became crucial to customize product details, images etc as per separate ad platforms to run high CTR% ads.
Solutions
1. Product Performance Management
- Identified 14% of ad spends going into non-performing products and re-routed into top products.
- Identified Top-performing categories and created dedicated campaigns promoting them for better ROAS.
- For example, Polos & Sweatshirts. Predicted the next best-selling products using the Product Matrix.
2. Introducing new channels and turning them profitable
- Piloted the Meta campaigns to efficiently scale up the brand during site-wide Flash Sale.
- Built the top line with Meta thereby increasing new user acquisition by 70%.
- Used Advantage + campaign to scale up the brand in the UK region .
- Leveraged YouTube campaigns to increase the top funnel audience .
- An efficient CPS of £9 was achieved after setting up Meta campaigns.
3. Full-funnel strategy for maximum conversions :
- Traffic-optimized Meta campaigns were utilized to bring new audiences to the website .
- A 70% uptick in new user sessions.
- Customer match lists in Google Ads were used to retarget offline customers of U.S. Polo. Assn. physical outlets.
- Pre-sale Lead generation campaign with "Get Early access to Black Friday Sale" messaging helped in increasing Top Funnel's reach
- Paid advertising was coupled with organic, SEO and social media activation to re-target users through Meta and Google Ads
Key Results
With a data-driven approach to product selection and campaign automation, USPA significantly improved ad efficiency and returns.
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